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Our Story

We are a proud family-run company. The business, our staff and our residents are an important part of our local Norfolk community. Ashley George successfully started Ashley Care Group in 2003.

Ashley worked in his parent’s care home since the age of 12. He recalls returning home from school one day to find 6 elderly ladies having tea with the family at the dining room table. He worked through the different departments starting in the kitchen washing dishes, cleaning, caring for residents and supporting with activities. He went to college to study care management, bought his first home at the age of 30.

Ashley has always had a resident first approach to his business, and he is always striving to have the Ashley Care Group be the best it can be.

Ania George joined the company in 2016. Ania has been a great support to both Ashley and the Care Group and now has the position of Finance Director for the Group. The business has seen sustainable growth, adding new wings to its Ailwyn Hall and Old Vicarage properties in the last few years, and expanding to its fourth care home, Hill Barn, in 2022.

In 2023, the opportunity arose to purchase a fifth property, bringing their total number of beds to 179. The new care home, Church Farm, is situated in the charming seaside village and resort of Hemsby.